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ESOMAR APAC 2016: Increasing the ROI of Insights

Presented in Tokyo, May 2016

TomDeRuyck
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ESOMAR APAC 2016: Increasing the ROI of Insights

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  1. MR Impact Research survey with 185 marketers and insights managers 20 talks with marketers and insights managers increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  2. 28% ONLY BELIEVE THEY SPEND ENOUGH ON RESEARCH* YET, NO CORRELATION IS FOUND BETWEEN $ AND QUALITY OF INSIGHT *BCG study (2009) The consumer’s voice, can you hear it? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  3. $ 43.000.000.000 45% increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  4. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  5. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  6. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  7. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  8. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  9. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  10. Internal increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  11. Internal increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  12. Internal increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  13. ‘infotainment’ IS NOT THE BIG LEAP FORWARD increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  14. “Interesting finding…but this insights will not change my business?” “I will share these insights with other teams as well, so they are up to date” “These insights are interesting, but we tend to forget them. It’s not in our routines” HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  15. WHAT IS NOT AN INSIGHT? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  16. In-sight |’in.sit| increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  17. Recognizable & relevant It’s me! increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  18. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  19. Aha! A fresh, new way of looking at things increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  20. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  21. An insightcannotbeneutral: I WANT TO change! increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  22. In-sight |’in.sit| increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  23. In-sight |’in.sit| RELEVANCE FRESHNESS EMOTION KEY TO SUCCESS A good insight is a fresh way of looking at things. A good insight is recognizable & real to a consumer. A good insight creates an emotional desire to change. A good insight creates the foundation for actionable marketing decisions. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  24. TOMORROW TODAY TRADE & FACTORY CONSUMER & SHOPPER DRIVEN DRIVEN NO COMMON ONE CONSUMER CENTRIC LANGUAGE LANGUAGE DIVERSITY IN KNOWLEDGE ONE INSIGHT FORMULA & ONE SET OF TOOLS CONTENT & QUALITY SILOS ONE ENGAGED COMMUNITY SHARING BEST increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  25. HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  26. ‘FLOW’ \ˈflō\ MENTAL: The mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. PHYSICAL: To move in a continuous and smooth way. increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  27. SEED HARVEST Spreading new insights through the organization Collecting insights we already know 4 BUILDING BLOCKS TO LET INSIGHTS flow COLLABORATe activate Trigger stakeholders to interact with insights Work together to shape outcomes increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  28. WHAT DOES THE life of an insight LOOK LIKE? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  29. locked up IN POWERPOINT REPORTS increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  30. ONE-WAY 1. 2. ISOLATED 3. NO ACTION increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  31. USING INSIGHTS IN THE research process increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  32. INTRODUCING THE insightACTIVATION STUDIO increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  33. HOW IT WORKS INSPIRATION WALL INSPIRATION TILE ADD NEW TILE increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  34. START FROM INSIGHTS ADD YOUR OBSERVATIONS & IDEAS increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  35. MEASURE YOUR conversion increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  36. HOW TO LET INSIGHTS FLOW? HOW TO MAKE IT A HABIT? WHAT IS THE POWER OF AN INSIGHT? increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  37. FROM PROJECTS TO habits increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  38. HOW? STEP 1, STEP 2, STEP 3 EASY ENOUGH? #ROUTINE WHEN? AFTER I…I WILL.. #TRIGGER HOW+? POSITIVE EMOTION? #REINFORCEMENT WHY? MOTIVATED ENOUGH? #MOTOR IF..THEN.. ROADBLOCKS? TOOLS? #ENVIRONMENT increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

  39. FACILITATEYOUR habit creation DEVICE AGNOSTIC | SNAPPY & SIMPLE | NOTIFICATIONS | EMAIL TRIGGERS | COLLEAGUE INVITATIONS | … increasing THE ROI OF INSIGHTS @tomderuyck @erica_dfirst

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